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All Journal jurnal niara Cakrawala : Jurnal Humaniora Bina Sarana Informatika Jurnal Moral Kemasyarakatan Jurnal Public Policy Journal of Local Government Issues Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Tax Literacy and Leadership Agility: Indigenous Peoples Awareness in Paying Taxes Jurnal Magister Administrasi Publik Jurnal Cakrawala Ilmiah JOURNAL OF COMMUNITY SERVICES PUBLIC AFFAIRS Jurnal Hukum, Politik dan Ilmu Sosial (JHPIS) Journal of Research and Development on Public Policy Innovative: Journal Of Social Science Research Jurnal Multidisiplin Teknologi dan Arsitektur Jurnal Ilmu Administrasi: Media Pengembangan Ilmu dan Praktek Administrasi Journal of Humanities Education Management Accounting and Transportation
Dedi Kusuma Habibie
Department Of Public Administration, Faculty Of Social And Political Siences, Universitas Riau
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Physics Public Health Social Sciences Transportation Other

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Journal : Cakrawala : Jurnal Humaniora Bina Sarana Informatika

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Strategi Komunikasi Customer Journey UMKM Dalam Menghadapi Tantangan Dan Peluang Situasi The Messy Middle Ikhma Zurani; Dedi Kusuma Habibie; Tengku Firli Musfar
Cakrawala - Jurnal Humaniora Vol 23, No 2 (2023): September 2023
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jc.v23i2.18932

Abstract

The study aims to identify the role and impact of the "middle messy" phase in the consumer journey towards brand marketing strategies. The ever-changing business era and the dynamics of consumer behavior require brands to adapt to complex environments. This research identifies the importance of the exploration and evaluation phases in the consumer journey, where consumers tend to be open to looking for new alternatives. The main objective of this research is to uncover how brands can take advantage of the opportunities that exist during this phase. The research method used involved in-depth interviews with clients who had just gone through the "dirty middle" phase. The data collected is then analyzed to find patterns of customer behavior, trends, and preferences during this phase. Research results show that smart and flexible brands can more effectively respond to market dynamics. They can leverage brand presence, apply relevant behavioral principles, and optimize consumer travel measures to maximize opportunities during the "middle messy" phase. The results of this study show that the "middle messy" phase is actually an opportunity for unestablished brands to attract consumer attention and preferences. It is important for brands to understand consumer behaviour during this phase, offer a different user experience, and provide relevant information. Brands can cope with challenges in uncertain situations and compete successfully by taking proactive and adaptive action. This research provides in-depth insight into how brands can respond to market dynamics and interact with consumers in an ever-changing era.
Co-Authors Adianto Adianto Ahmad Fuadi Atika Ulfa Putri Dafrin Muksin Danang Kurniawan Deni Triyanto Diki Zulkarnain Geovani Meiwanda Hasim As'ari Herdin Arie Saputra Herdin Arie Saputra Hidayatul Fajri Ikhma Zurani Iva Zie Priscillia Z Khairul Amri Maryani Maryani Muhammad Kamil Nofrima, Sanny Prawira Yudha Pratama Resa Vio Vani Rini Natalia Br Manik Salahudin Saputra, Boni Sehati Sehati Sri Lestari Sujianto Sujianto Tengku Firli Musfar Tutut Ismi Wahidar Umi Kulsum Wan Sunida Winda Elviana